Jun 11, 2012 04:50 PM EDT By Staff Reporter, UniversityHerald Reporter

As the Internet expands its horizons, so do its suffixes.

ICM Registry, the company that brought the controversial .xxx to the Web last December, is applying to add .sex, .porn and .adult to the list during next week's expansion of the Internet's traditional top-level domains.

The complete list of applicants, along with their proposed new domains, will be announced June 13 by ICANN, the nonprofit corporation that regulates and sells the names, CNN Money reports. And several other applicants will be battling for domains as well.

Competition for the domains is fierce.

ICM CEO Stuart Lawley told CNN that his company does not want any other competitors to take over what they've accomplished with .xxx, such as developing a daily malware scanning of its 200,000 registered sites and a "no-tolerance" policy on illegal content like child pornography.

"We're trying to produce clearly identified content that doesn't confuse consumers," he said.

To win the most sought after domain name it comes down to who is willing to spend to most money.

Initial applications for top-level domains alone cost $185,000.

It took ICM more than a decade of campaigning before .xxx was approved in 2011.

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